Yokohama, Japan – Nissan has been named one of the world’s most valuable brands for 2015.
In the Best Global Brands Study, released by leading brand consultancy Interbrand, Nissan ranked 49, up from 56 in 2014 and 90 with a brand valuation of $3.819 billion (R51.5 billion) from the company’s inaugural appearance on the list in 2011. Nissan is the fastest-rising automotive brand in this year’s study.
“Nissan’s rapid ascent in five short years from place 90 to now 49 shows we’re playing in the right spaces and engaging with consumers while always remaining authentic”, said Roel de Vries, Nissan Corporate Vice President and global head of Marketing and Brand Strategy. “Growing a global brand that’s exciting and innovative is an integral part of our company’s success.”
The study cited the strength of Nissan’s engagement with Millennials, effective sponsorship opportunities and customisation offerings among the drivers of the company’s brand health and again named them a “Top Riser.” The value of the Nissan brand was estimated at $9.082 billion (R122 billion), an increase of 19 percent from 2014’s estimated value of more than $7.6 billion (R102 billion).
REACHING YOUNGER AUDIENCES
The study also applauded Nissan tapping into sponsorship opportunities to reach younger audiences, including the UEFA Champions League activation in 2015 and NBC’s “The Voice.”
It also highlighted the company’s customisation and personalisation of products, citing the new US Juke Color Studio and innovative new ownership schemes for Leaf buyers in Europe as relevant ways to connect with today’s consumer.
The Best Global Brands study is Interbrand’s annual report on the world’s most valuable brands. Interbrand’s method looks at the ongoing investment and management of the brand as a business asset, taking into account financial performance, the role of brand in the purchase decision process, and the strength of the brand.